Millward Brown discusses weaving context into content

Millward Brown, a global research company specialising in advertising, marketing communications, media and brand equity research, held a captivating session on Worldwide Mesh - Weaving the Context into Content. The session began with Gordon Pincott, Chairman, Global Solutions, who also unveiled officially Millward Brown’s two new brands – Firefly Millward Brown (their global qualitative practice) and Millward Brown Digital.

Pincott talked about the power behind integrated solutions thinking. He stressed on understanding the marketing communications in its entirety and not just a part of it. He said, “The world is moving fast and its complex so one needs to be beware of silos. The skills in the industry too are changing and there is need for more forward looking people.” He pointed that database was important as multiple data helped in providing fuller picture. He also talked about integration that built genuine consumer insight as multiple views of the world be it quantitative, qualitative and biometric are all essential.

Rakesh Kumar, Regional Head, Firefly Millward Brown, and Christopher Madison, Regional Director, Digital Strategy, then decoded for the audience ‘Language of Love’, which is a global social media study on how brands can successfully integrate social media into their brand strategies.

Madison made relevant points on how social media has changed the brand-consumer dynamics, how to deal with change in social media space and how everyone is talking about social media as the big thing, but don’t know how to use it for their brands. He said, “There is a step-by-step development process in the social media space and the key to remember is stop thinking in terms of campaign and think conversation.” He said that social media was measurable and cost effective, but its synergy with TV must not be overlooked. “Brands still are awkward of building their brand in this space so there is a need to engage consumers to get more out of this medium,” added Madison.

Kumar talked about being selective and choose wisely when operating in this space. He said, “Be it positive or negative talk on this space one has to engage consumers in the right way and then take corrective measures to change the negative into positive. Most important is to listen to the consumers by giving them control.” Listing the global secret formula of success in this space, he named- virtual gifts, posts by fans, contests and giveaways, free downloads, sales, discounts and coupons and photos and images.

Shiv Moulee, Chief Client Officer, India at Millward Brown, talked about synthesising data from BrandZ and Millward Brown’s tracking database to address challenges brands face in today’s ‘Attention Economy’. He said, “Integration is truly the future and the need is to go beyond projects and bring synthesis across disciplines.”

He also brought an interesting aspect that today many people remember stories that is told by advertising, but they don’t remember them as brand stories, which is primarily because the ad is made by the whole idea of gaining attention and not really integrating the brand story while just thinking of bringing shock or just being different. He said, “The challenge of attention economy can be met by staying close to the core of the brand, make the distinction between ad that is different and ads that make a brand stand apart. Often it is not about an execution or a campaign, but a concept that is the unifying thread which bring clarity of purpose.”

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